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Phil Davis, the writer of this impact entry, questions the sustainability of, what he calls, AO Mega Journals. AO Megas are journals that have no real content area to focus on, are generally open access, and prove an alternative to traditional publication. He believes that the impact factors and decline in citations of the site may cause concern for people looking to publish their work. He also addresses the issue of smaller, more meticulous, and content focused journals. This article was written in 2010, and although PLoS One didn't experience the slow deflation of the "citation bubble," (it is still considered the larges scholarly journal), he makes good points on the adavantages and disadvantages of using the "large blob."